It will be hard for him to get traction if his exchange doesn't differ from others and doesn't offer anything special. But he could still beat Binance to open P2P exchange (where funds are controlled by traders), similar to EtherDelta but supporting more than just Ethereum tokens.
Whatever he's planning to do - good luck to him and let the free market decide on his success or failure.
I think traction and momentum is not on his side, that is obvious because he has many exchanges trading US$ hundreds of millions a day, a fairly regularly around a billion for Binance.
Yes the free market will decide the success or failure for any business but not everybody will wish him good luck because of his previous attempts to destroy Bitcoin by creating Bcash and trying to claim it is the "real" Bitcoin when it is nothing except a fork.